Does your Business have a Social Media Strategy?

The recent Sensis Social Media Report May 2015: How Australian people and businesses are using social media shows “the uptake of social media by Australian businesses is still not as pronounced as for consumers.” 33% of businesses compared to 68% of consumers have a social media presence which means that more consumers seem to be engaged with social media than businesses.

Facebook continues to be the “predominant social media platform” although there has been “strong growth in Instagram, Snapchat and LinkedIn this year showing a diversity of social engagement across multiple platforms.”

What is not surprising to me is that quite a number of businesses utilising social media “still lack knowledge and direction about how to use it and its effectiveness for the business”. In my experience a number of SMEs have still not fully embraced social media.

Arguably one of the important aspects of using social media is to have a strategy which came through strongly in the Sensis Social Media Report, saying that businesses needed to “invest the necessary time, money and resources implementing it and measuring its effectiveness to maximise the benefits for them and their stakeholders.”

So how can small businesses in particular improve the effectiveness of their social media efforts?

Set objectives

It is so important to know what you want to achieve. Goal setting is essential in any facet of life both professional and personal. Social media is no different. Be clear about your objectives before you create social media accounts or start posting. Create a strategy as part of your overall communications and marketing.

It is not about numbers

Social media is not about how many likes or followers you have. For some reason a significant number of businesses I speak with are obsessed with collecting large amounts of numbers. Don’t get me wrong followers and likes are necessary; what is more important is the quality connections to influence and create leads.

Focus on content

There are literally billions and billions pieces of content being posted and shared online every day. To cut through and attract attention provide content that stops your audience and gets them to think, read, watch and share. Mix it up with engaging, thought leadership and amusing content. And as mobile technology becomes the predominant means of accessing social media, blending your content to cover text, infographics, images and blogs is critical.

Fragmentation of communication and how individuals connect, engage and share with traditional and social media means that businesses need to revise and adjust to the changes, establish an online and social media presence which allows authentic connection and engagement.

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Tags: social media communication • social media strategy • social media tips